Topic

SONY CORPORATION IS A LEADER IN TRANSNATIONAL BUSINESS

Instructions

This is a business case study assignment

Answer Preview

In 1956, Totsuken was able to successfully improve on the transistor radio and produced the TR-63; the world’s smallest pocket radio. The newly developed radio had the name “Sony” (derived from the Latin word ‘sonus’ for sound) affixed to it. The name Sony soon became more familiar in the world of international electronics than the parent company. At the time, Morita believed that Totsuken was not a name that would be easily understood overseas. Thus, despite much internal disagreement, the company’s name was officially changed to Sony in January 1958.

All during the 1960s, the Sony Corporation achieved a number of firsts in product design and innovation, including the portable videotape recorder, the transistor condenser microphone, and the integrated radio circuit. One of the more notable discoveries came in 1968 when Sony engineers unveiled a new approach to color television technology. The Trinitron TV set was the culmination of a ten-year effort to find a better way to produce a color television set (Sony 1988).

Word Count: 5400